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P&G seeks to sell Hawaiian Punch

Published on November 12, 1998.

Procter & Gamble Co., Cincinnati, said it is exploring the possible sale of its $131 million Hawaiian Punch brand as it concentrates on products with better global potential, such as Pringles potato chips and Sunny Delight juice drink. P&G said it will keep the brand if it doesn't get an acceptable offer. Potential buyers weren't disclosed. Industry observers said acquisition-minded Pepsi-Cola Co. would be a logical prospect. Pepsi declined to comment. N.W. Ayer & Partners, New York, handles Hawaiian Punch, which was backed by $3 million in measured media last year, according to Competitive Media Reporting, but just $500,000 through August this year.